Regulator calls for advertising codes to unite

Industry regulator CAP wants to consolidate the four advertising codes that are used to regulate the UK’s broadcast media industry and include an overarching social responsibility rule for the first time.

Under CAP’s new proposals, the ASA would have the flexibility to clamp down on all forms of irresponsible advertising in broadcast media, in the way that it has with non-broadcast advertising, according to reports.

The proposals form part of CAP and BCAP’s 18-month review process of the UK’s Advertising Codes – which is being conducted for the first time in their 50-year-long history.

The two watchdogs are keen for the public to comment on a series of new and simplified advertising standards that have been proposed, although both bodies want to retain distinct broadcast and non-broadcast codes.

CAP and BCAP are aiming to ensure the self regulation system continues to work but also reflects changes in both society and advertising.

The proposals include new restrictions to be placed on computer and video games ads to ensure the protection of children, as well as rules to prevent marketers from collecting data from children under 12-years-old without consent.

Other sector-specific plans include allowing the charity sector to broadcast comparative TV and radio ads, and allowing gambling tipsters to advertise on TV for the first time.

However, the proposals will not cover advertising via digital media, as it is currently being reviewed by Lord Carter’s Digital Britain report, or ads around alcohol and junk food.

Chairman of the Code Review Working Groups, Andrew Marsden, said: “Industry should be proud of its active commitment to self-regulation, which is a great example of corporate social responsibility in action.”